Talking Customers Through Their Concerns
Agents can ease customer concerns by focusing on appraisal values, market strategy and transparent pricing to build trust and guide informed decisions.
NEW YORK – When prospective customers pushback on listing prices, agents shouldn't take that as a rejection, but as an opportunity to answer their questions and exploring how they can handle the listing in the best way.
With regard to pricing, agents should point to the lower prices as what the home is likely to appraise for, not as what it is worth. When agents point out the appraisal value, the homeowner is less likely to take it personally because the appraisal is what the bank calculates the home is worth. Banks are likely to gravitate to the lowest value in comparable home sales because they are covering the asset and investing in the property.
By demonstrating how the bank views a home asset and how the agent would love to sell the home for more, agents focus on transparency about the process, provide appropriate information and build trust with potential clients.
When potential customers mention a previous agent, prospective agents need to demonstrate why their services and strategy are right for the current market and home location. When trying to address this comment, agents should talk about their efforts in the current market and how they have helped others get their home's appraised at a good price.
Don't put down the other agent or their previous experience with them, simply offer an alternative with relevant, up-to-date information. Additionally, rather than offering a fixed number for a listing price, provide a pricing strategy with a high and low end and explain how the process of testing the market works.
Demonstrate why certain price points given the current market dynamics are the best option to capture qualified buyers and let the potential client make the decision for themselves based on the information provided.
When a possible customers says they may go with another agent, reframe the pricing conversation around the appraisal, teach them how banks determine value and use a price range to give the owner control.
Agents should position themselves as marketers, remaining calm and kind throughout the process.
Source: Inman (06/20/25) Davis, Darryl
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